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Assessing the potential to combine attitude tracking and health campaign evaluation surveys
Author(s) -
Hollier Lauren P.,
Pettigrew Simone,
Minto Carolyn,
Slevin Terry,
Strickland Mark
Publication year - 2016
Publication title -
health promotion journal of australia
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.515
H-Index - 32
eISSN - 2201-1617
pISSN - 1036-1073
DOI - 10.1071/he15100
Subject(s) - survey data collection , survey methodology , survey research , medicine , health economics , population health , tracking (education) , data collection , applied psychology , public health , environmental health , psychology , medical education , nursing , pedagogy , statistics , mathematics , pathology
Issue addressed Online surveys are becoming increasingly popular in health research because of the low cost and fast completion time. A large proportion of online survey costs are allocated to setup and administration expenses, which suggests that conducting fewer, longer surveys would be a cost‐effective approach. The current study assessed whether the incorporation of a health campaign evaluation survey within a longitudinal attitudes and behaviours tracking survey produced different outcomes compared with the separate administration of the evaluation survey. Methods Data were collected via an online panel, with 688 respondents completing the combined survey and 657 respondents completing the evaluation‐only survey. Regression analyses were conducted to examine whether survey type was related to the campaign evaluation results. Results Those who completed the combined survey perceived the campaign advertisement to be more personally relevant than those completing the evaluation‐only survey. There were no differences in results relating to campaign awareness and reported behavioural change as a result of campaign exposure. Conclusions There were minimal differences between results obtained from combining an attitude/behaviour tracking survey with a campaign evaluation survey. Any priming or order effects were limited to respondents' cognitive responses to the advertisement. So what? The results suggest that health practitioners with limited resources available for tracking and evaluation research may be able to maximise outcomes by administering fewer, longer surveys.